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Multiple Choice Quiz
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1
The process of branding:
A)Generates brand awareness
B)Engages consumers' feelings
C)Engages consumers' thoughts
D)Separates similar products from each other
E)All of the above
2
Brands transform products or services into:
A)Market share
B)Profits
C)Customer loyalty
D)Repeat sales
E)Something larger than the product or service itself
3
The real brand meaning of a product or service:
A)Is totally created by the Marketing Department of the firm that brings it to market.
B)Resides in the consumer's mind.
C)Rarely changes once it is established.
D)Is extremely difficult to establish and probably just a marketing myth.
E)None of the above.
4
Intangible attributes are important in building brands because they are:
A)more likely than tangible attributes to involve consumers emotionally
B)Easy to observe
C)Are part of a product's design
D)Can be demonstrated through performance
E)All of above are intangible attributes of a brand
5
Which of the following are tangible attributes of a brand?
A)Design
B)Size
C)Price
D)Marketing communication
E)All of the above
6
When marketers say "a brand is a promise," they mean:
A)Consumers can sue if they are not satisfied with what they thought they were promised
B)A brand is an expressed warrantee
C)You know what you can expect from a brand
D)Consumers know about the components and ingredients in each brand
E)Consumers are used to being deceived and know which brands are the worst
7
Generally brands fail to meet consumers' expectations (called a negative gap) when:
A)Expectations are raised too high
B)Overzealous advertising is used
C)Products are defective
D)Service is less than professional
E)All of the above
8
The challenge in brand positioning is to select a position that can:
A)Be realistically supported by the product
B)Be realistically supported by the company
C)Be realistically supported by the marketing communications
D)Be appreciated by customers and prospects
E)All of the above are challenges in positioning
9
All of the following are types of positioning strategies except:
A)Category positioning
B)Unique product feature positioning
C)Share of wallet positioning
D)Benefit positioning
E)Image positioning
10
Brand names usually characterize:
A)Benefits
B)Association
C)Distinctiveness
D)Simplicity
E)All of the above
11
In multi-tier branding:
A)The same product is sold to different market segments
B)The same product is sold at two or more different price levels.
C)The same product is sold in different geographic markets.
D)There is no need for a brand strategy.
E)Two or more brand names are used for a product.
12
The primary consideration when selecting a brand is:
A)accessibility
B)Image
C)Trust
D)Community
E)Extensions
13
Stakeholder overlap occurs when:
A)Stakeholders buy several competing brands at the same time.
B)Stakeholders own stock in companies that directly compete with each other.
C)Several people from the same family are in the same stakeholder group.
D)Individuals are members of several different stakeholder groups for one company.
E)All of the above.
14
Brand loyalty:
A)Is a marketing myth many companies would like to attain, but rarely ever achieve with their products.
B)A measure of the degree of attachment the customer has to a brand.
C)Is the same as brand equity.
D)Is intangible and cannot be assessed.
E)All of the above.
15
The observation, "Eighty percent of a brand's sales come from twenty percent of its customers" is known as the:
A)Share of wallet phenomenon
B)Murphy's Law
C)Peter Principle
D)Brand bonanza
E)Pareto rule
16
"Share of wallet" is:
A)A salesperson philosophy, which means "I want to get as much of the money in your wallet as I can."
B)A saying that means "100% of a customer's loyalty toward a brand."
C)Marketing jargon for a targeted sales volume a manager thinks they can attain for a specific customer's annual sales volume.
D)The percent of a customer's spending in a specific product category that a brand or company gets.
E)None of the above.
17
Xavier is the new brand manager for Coca-Cola in Latin America. He knows the brand equity Coca-Cola has built up over the years will help him:
A)Broaden distribution
B)Extend the brand into new products
C)Facilitate co-branding
D)Generate revenue through brand licensing
E)All of the above





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